The struggling Gap brand has inked a deal with the mercurial Kanye West to produce a new line marrying its American clothing classics with the rapper’s Yeezy designs.
The retailer Gap Inc and West’s Yeezy will introduce “Yeezy Gap” in the first half of 2021, the companies said Friday.
Gap — which posted hundreds of millions in losses in 2020’s first quarter and has flailed in recent years — saw its shares surge upon news of the partnership with one of entertainment’s most bankable celebrities.
The companies noted that the deal brings West’s relationship to Gap “full circle,” saying the billionaire entrepreneur, rapper, designer and most recently gospel singer worked at a Chicago Gap store as a teenager.
The 21-time Grammy winner West waded into the design world in 2007, when he launched his first line of high-end sneakers in collaboration with Nike.
He severed ties with the American sports apparel company in 2013, saying his share of revenues was insufficient.